Online marketplace Amazon India has caught up with its biggest rival Flipkart in the country in terms of brand recall and popularity, according to the latest RedSeer E-tailing Leadership Index (ELI). Both e-commerce giants secured a score of 95, while other marketplaces such as Snapdeal and Paytm witnessed a dip with scores 80 and 79, respectively.

RedSeer essentially surveyed the performance of various e-commerce portals in three metrics such as trust in the brand, product prices and assortment, consumers' buying experience considering the ease of using the website, returns and cancellations and delivery speed and consistency.

Flipkart continues to be the top e-commerce portal when it comes to popularity amongst consumers, however, Amazon has covered ground for areas such as brand performance and customer satisfaction calculated through the net promoter score (NPS) metric, in the first quarter of 2017.

Other online retailers such as ShopClues and eBay India, which has recently been acquired by Flipkart, scored 70 and 68 on ELI, respectively.

Over 9,000 online consumers across 30 cities were surveyed by RedSeer for the research. The consulting firm also tracked the prices of various products listed on the top five e-commerce portals of India.